Branding
Tuesday May 18, 2021 By David Quintanilla
Because You Deserve Better Than Those Little Plastic To-Go Packets: San-J Brand Redesign | Dieline


Boulder, Colorado-based SRG up to date the packaging design and model identification for San-J, the model appreciated for his or her real tamari soy sauce. The corporate is over 200-years outdated, and the brand new branding and packaging assist the model’s legacy and essence with a up to date presentation fused with nods to the long-lasting and deeply rooted traditions. The brand new design is elegant and emphasizes Japanese-inspired patterns and a coloration palette that is simply recognizable and naturally placing; San-J’s packaging is just divine.


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After eight-generations of excellence, San-J, recognized for its genuine tamari soy sauce, is launching a refreshed model identification and packaging design developed in partnership with the Sterling-Rice Group. The brand new branding is a part of an built-in advertising and marketing initiative led by SRG that additionally contains model technique, promoting, internet design, and digital activation.

San-J’s widespread tamari is a premium Japanese soy sauce that’s made with all soybeans and no wheat. It’s a main model at Complete Meals and different pure retailers. To grasp the distinctive story of San-J, the workforce immersed itself within the model’s origin and legacy. The 200-year-old firm is run by Takashi Sato, the eighth technology of the Sato Household, who seems within the promoting and on the web site, emphasizing each the model’s established legacy for high quality and its extra fashionable method. The brand new model positioning “Boldness Endures” is impressed by the model’s heritage whereas seeking to the longer term, celebrating San-J’s place on the intersection of custom and innovation. SRG developed the San-J brand to mirror a extra fashionable look, respecting the core equities of the model whereas making a daring, simplified new search for packaging. “Our imaginative and prescient for San-J was to maximise the model’s affect to face out on the shelf with a clear look that could possibly be integrated into new product traces as San-J introduces new sauces and flavors,” defined Trevor Harkema from SRG. “There’s a lot fairness in its current model, we wished to construct off the established icon of the pink Japanese solar and simplify the remainder of the packaging to let the solar shine by way of.”

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The up to date design additionally employs a brand new coloration technique and options stylized Japanese-inspired patterns to make procuring the lineup simpler, extra intuitive and to additional differentiate the packaging.

“Customers liked the brand new design as it’s recognizable whereas showing extra up to date, and it’s simpler to establish the totally different varieties. It offers a system we are able to use as we introduce new merchandise that encourage customers to discover Asian flavors and meals,” mentioned Takashi Sato, President of San-J. About San-J When the Sato household started making soy sauce and miso because the San-Jirushi firm in 1804, they began a legacy that also boldly endures. Eight generations have handed alongside the tactic of brewing high-quality Tamari from the best soybeans. It begins with our Tamari. Not like typical soy sauce, which comprises about 40-60% wheat, Tamari is a sort of soy sauce that’s made with 100% soybeans and no wheat. This implies extra soy protein is contained within the completed product, leading to a richer style and better complexity of flavors within the sauce. It’s mentioned that Tamari is the origin of Japanese soy sauce, and our brewing strategies proceed to offer genuine meals experiences in at the moment’s kitchens. Throughout our brewing course of, we ferment soybeans for as much as six months at our Virginia plant utilizing the identical strategies handed down generations within the household. We invite you to strive our fastidiously crafted sauces and style the Tamari distinction. About Sterling-Rice Group

Headquartered in Boulder, Colorado, SRG is a artistic collective– a nationally acknowledged model consultancy and artistic company. The company infuses creativity in all its work and has deep experience in client insights, model technique and positioning, new product innovation, promoting and design. SRG has created over $10 billion in incremental worth for purchasers over the previous 5 years alone. SRG has been ranked on Outdoors Journal’s Greatest Locations to Work checklist for the previous 10 years and was additionally acknowledged by Advert Age as a 2016 and 2017 Greatest Place to Work. It’s licensed as a women-owned enterprise.

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